Art Basel Hong Kong runs from March 15-17 and Rolls-Royce is hoping to lure affluent art lovers to its showroom by teaming up with artist Morgan Wong for a special installation.
Wong’s collection, titled “Untitled – Expressway” explores the “value of urban development in relation to the automaker’s Spirit of Ecstasy,” reports Luxury Daily. The installation will also include a video of the drive between the Hong Kong city center and a new satellite town containing the city’s “prehistoric history,” which will be projected in the main showroom and on the cars’ displays.
“In Morgan Wong’s work, we see a convergence of technology and art. It bears an interesting parallel to the confluence of Rolls-Royce’s bespoke craftsmanship and the cutting edge technologies used both in our manufacturing and on-board Rolls-Royce cars themselves,” said Rolls-Royce Asia Pacific regional director Paul Harris.
Rolls-Royce’s move follows in the footsteps of BMW. During December 2014 Art Basel Miami, the German automaker, in addition to its official partnership with the event, created exhibits and initiatives to drive the attendees to its showrooms.
BMW’s Art Car series has been a hit with artists and auto enthusiasts alike. Acclaimed artists including Frank Stella, Robert Rauschenberg, Jenny Holzer, Olafur Eliasson, and Jeff Koons have designed cars for the series.
image credit: rolls-royce